Adidas has joined the global celebration of Pride presenting the newest iteration of Love Unites—a variety of programming that celebrates the proud and unapologetic. The campaign champions love’s power to change lives. Love Unites marks a global call for people to come together in recognition of the movement’s extraordinary advances since the NYC Stonewall Riots, and its unwavering mission towards growth and equality.
“We believe through sport, we have the power to change lives,” said Emmy Negrin, adidas Director of Diversity & Inclusion. “Real, positive change is possible when you harness the influence of sport. It’s on all of us to help create a world in which everyone feels safe and can show up as their authentic, unapologetic selves. We see you and we celebrate you, during Pride month and every single day all year long.”
Contributing to the resilient LGBTQ+ movement, adidas is supporting the *The Trevor Project*, the world’s largest suicide prevention and crisis intervention organization for youth of the community. The brand will contribute a financial donation to assist the organization’s agenda and incite wider awareness of its cause. For more information on The Trevor Project please visit www.thetrevorproject.org.
Encouraging those to show their colors, adidas has released a Pride collection—a capsule of footwear, apparel, and accessories. The footwear offering includes a rainbow emblazoned Ultraboost 19, Nizza, Ozweego, Continental 80, Temper Run and Adilette slides. Apparel ranges from performance to lifestyle pieces as well as classic lifestyle apparel pieces adorned with colorful trefoil logos. The pride pack rounds out with a selection of headwear, pouches, and socks.
To help bring the campaign to life, adidas enlisted pop artist Ace Troy, drag performer Flawless Shade, Father of Kiki House of Flora Brandon Harrison, musician The Last Artful, Dodgr
Paying homage to a true champion of the LGBTQ+ community, the brand with the three stripes will also look to Keith Haring for inspiration during June, celebrating his lasting legacy and partnering with the foundation in his name. Haring’s instantly recognizable work can be found on some of the brand’s most iconic footwear silhouettes—the Rivalry Hi, Nizza Hi, and StanSmith.
The Pride pack is now available. As for the Keith Haring collection it will be available on June 29th via select adidas retailers only.